How to use content to accelerate your sales cycle
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This document discusses how salespeople can use content marketing to drive sales. It outlines 5 ways for salespeople to incorporate content into their sales cycle: 1) creating a "buzz piece" foundational content to establish expertise, 2) using "soft emails" to connect without direct solicitation, 3) making "warm cold calls" to contacts using relevant content, 4) leveraging innovative content tools, and 5) using social media to search for and share relevant content. The overall message is that fusing content marketing into the sales process can help sales happen more quickly by establishing expertise and value before direct outreach.
How to use content to accelerate your sales cycle
- 1. How to Use Content to Drive the Sales ProcessFernando LabastidaLatin IT Marketing & JS Logan
- 2. AgendaThe problem with sales and marketingFusing content marketing into the sales process5 ways sales people can use content in their sales cycle
- 3. About meProvide content marketing services to technology and other companiesSales Exec. Almost 20 yearsStart-ups, Vignette Corp, Pervasive Software, Video EquipmentRe-invited myself 3 years ago: from salesguy to content marketer
- 4. The problem with sales
- 5. The problem with marketing: It takes too long!Source: Hubspot
- 7. Sales 2.0 vs.Sales 1.0“Before you cry foul, think about it. You really want this dream client. You can hope they find you on the Internet, or you can pick up the phone, dial them, ask them to tell you how you can create value for them, and schedule an appointment. That sounds like cold calling, doesn’t it? It is . . . waiting is not, was not, and never will be an effective activity.” (Source: Anthony Lannarino, thesalesblog.com)
- 9. Hybrid sales/marketing personUse of compelling, relevant content to serve as absentee sales peopleImplemented by sales peopleRequires sales 2.0 mind-setAlso requires Sales 1.0 mind-set
- 10. 5 Ways sales people can use content in their sales processYour buzz pieceSoft emailWarm cold-callsInnovative content toolsSocial Media “Search & Sharing”
- 11. Create your “buzz piece”Foundational contentNew conceptResolve an industry problemBold BenefitNon-commercial: advertising that’s too good to throw awayeBook, White Paper, Web App, Video, Top 10 List, Case Study
- 12. Create your “buzz piece”
- 14. Soft Email“Who would you recommend?” or “Permission to connect?”Never a direct solicitationShort and sweet“buzz piece” offer in signature of emailOffer to helpOffer to send valuable content/demo
- 16. Warm cold-calls“Business Call” vs. “Cold Call”Old friends / colleaguesFollow-up on emailOffer your buzz pieceCall marketing partners:AssociationsChambersIncubatorsAccelerators
- 17. Social Media “Search & Sharing”GoogleLinkedIn / LinkedIn GroupsTweepsearchTwitter SearchGoogle AlertsJigsaw
- 20. How to contact meFernando LabastidaTwitter: @flabastidaFacebook: http://facebook.com/flabastidaLinkedIn: http://www.linkedin.com/in/flabastidaTel: 512-945-9273Website: http://latinitmarketing.comEmail: fernando@labastida.com
Editor's Notes
- #3: SMARKETING: To me it’s the best way to enter a new market quickly. It’s the strategic use of compelling content used by people actually doing the selling to move break down barriers and move the sale forward, whether they’re there in person or not.
- #5: Cold-calling doesn’t work anymoreLeads that come in from marketing suckHard to establish trust/rapportSales methods in use today are out of touchEverybody knows everythingSales people are “weak”
- #6: Marketing is sales without accountability.Awareness doesn’t pay the bills.
- #10: Content: feeds the need to learn, research
- #12: TheWealthyFreelancer.com
- #13: Your buzz piece is what you’re going to use to put your stake in the ground.Create a new concept, state a problem you solve or a bold benefit you offer in a non-commercial way. It’s an informative special report. It’s the foundational content that forms the basis of all the rest of your content: blog, newsletter, webinars, videos, PowerPoints, speeches
- #18: Google: Industry Associations, Top 10, 50, 100, 500 listsLinkedIn Groups: Find Industry Associations, groups dedicated to certain industries,Tweepsearch: keywords in profile
- #20: Tokbox or Kineticast